Chris Selland

VP Business Development at HP Vertica

Experienced Go-To-Market leader, with deep domain expertise in the areas of online & traditional marketing, business development, strategic alliances, channel strategy, demand generation, international business and corporate development.

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  • data
  • industry

Big data will change everything

Marketers are really going to need to learn in 2015 that big data is a lot more than just a cool hashtag. Big data is really about their need to either become or bring on (or usually both) data scientists and the types of folks who can truly understand and dig into big data, hypothesize, experiment, and create competitive edge in an increasingly competitive marketplace.

Big data is really just about integrating data from the traditional sources which still matter – our CRM, our ERP, our e-commerce data – but then integrate that with new data from our website, from our mobile applications, from our log files, and of course issues like social media, the Internet of Things – all of these new forms of data being able to integrate and cross-correlate that with our existing data to get an edge.

Big data is somewhat like e-business. It’s a term that – like we said about e-business 10 or 12 years ago – really signifies everything in terms of the whole landscape of business changing. And like e-business, in 10, 12 years we may not use it anymore – but everything will have changed except for the fact that while e-business was about going online, these days it’s all about customer analytics.

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